Strong Competition

By 2015, the company was struggling, having lost business to other retailers and being surpassed by Chick-fil-A as the leading chicken retailer in the U.S. three years previously. To combat this, the company launched a new initiative with a plan to revamp its packaging, decor, and uniforms, as well as expanding its menu, along with some advertisements that included actors like Darrell, HammondNorm Macdonald, Jim Gaffigan, George Hamilton, and Rob Riggle that portrayed Colonel Sanders.